Smart Wool was born with comfortable performance in mind. The founders were New England ski instructors struggling to keep their feet warm. After trying a variety of materials, they rediscovered an age old classic:wool. But while these socks may have been warm, they were itchy and shrank in the wash. So they worked on a process to make them soft and easy to care for. Smart Wool was born on a simple tenet: keeping feet comfortable in all conditions.